Raipur-based smart TV brand Starshine TV has signed actor Vicky Kaushal as its brand ambassador, marking the start of its first major national campaign. The partnership is meant to take a homegrown name into living rooms across the country at a time when Indian households are rapidly rethinking how they watch content.
The campaign was conceived and produced by Mumbai-based advertising agency Oberoi IBC. It centres on three things the brand wants to be known for: quality, smart features and affordability. Oberoi IBC has earlier worked with brands such as Flair Pens, Priya Gold Biscuits, Goldiee Masale and Zed Black Agarbatti.
The timing reflects a growing market. According to the FICCI-EY Media Report 2026, active connected TVs in India rose from 30 million in 2024 to 40 million in 2025, a sign of strong appetite for smart viewing. Starshine is looking to ride that momentum with a pricing and quality proposition aimed at value-conscious buyers.
Vijay Singh, director, Oberoi IBC, said the smart TV industry is transforming how India consumes content, and that Starshine’s cost advantage and quality give the agency confidence of building a disruptive brand story. He described Starshine as a true Make-in-India brand with national ambitions, adding that Kaushal’s mass appeal and credibility should help it win meaningful share. The brand is targeting a 5% share of the television market over the next four years.
